Campaign overview and policy background

Change4Life's aim is to inspire a broad coalition of people, including the NHS, local authorities, businesses, charities, schools, families, community leaders - in fact anyone working with families or individuals - to all play a part in improving the nation's health and well-being by encouraging everyone to eat well, move more and live longer.

Launched in 2009, Change4Life was aimed at parents with children. The movement now encompasses adults, and has a sister brand, Start4Life, which introduces healthy habits right from birth. Change4Life uses cartoon imagery and informal, non-judgmental language to suggest easy diet and exercise swaps. It also offers support so that our audience is more likely to make the changes they need to a more healthy lifestyle.

In addition to talking to people directly through TV advertising and online, a key part of Change4Life is its partnership with others to deliver its message. While Change4Life was government instigated it has never been a government owned brand. Instead, we've allowed everyone with an interest in improving health to partner with us in a wider social movement for health. To that end a large set of Change4Life resources and branding is available for partners and supporters to use free of charge to support their health and well-being work.